the current study aimed to evaluate the
impact of sports apparel brand image on the
repurchasing behavior of students participating in the
13th Sports-Cultural Olympiad (SCO) which was held
in 2016 in Mashhad, Iran. The study is an applied
research which adopt
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the current study aimed to evaluate the
impact of sports apparel brand image on the
repurchasing behavior of students participating in the
13th Sports-Cultural Olympiad (SCO) which was held
in 2016 in Mashhad, Iran. The study is an applied
research which adopts a causal methodology. The
sample population consisted of about 2,900 student
athletes. Overall, 610 individuals were included in the
sample through Morgan Table. The study has used a
self-made 26-item questionnaire, the validity of which
was confirmed by the faculty members at the
Department of Sport Sciences at Tehran University
and Ferdowsi University of Mashhad and its reliability
was calculated to be 0.892. To analyze the data,
descriptive and inferential statistics were used. The
descriptive statistics have employed central tendency.
As for the inferential statistics, statistical methods such
as the Kolmogorov-Smirnov test, multiple regression,
and Pearson Correlation Coefficient were taken into
account. The results of Pearson’s correlation
coefficient with regard to the impact of the sports
apparel brands image and its components including
attributes, benefits, and brand attitudes on the
students’ intention to repurchase a product was 0.514,
0.608, 0.143 and 0.292, respectively, and the regression
coefficient of the variables were 0.514, 0.260 and 0.366,
respectively. Hence, the impact of the variables is
positive and direct. Level of significance of the test, in
all cases (Sig= 0.0<0001.05). As a result, characteristics
of sports apparel brand had the highest impact on the
repurchasing behavior of students participating in the
13th Sports Cultural Olympiad in Iran.
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